ERIC Number: ED168051
Record Type: RIE
Publication Date: 1977-Aug
Reference Count: 0
Advertising and the Higgledy-Piggledy Media in Two Thousand Ought One.
Martin, Charles H.
As communication tools change, the field of advertising will be affected. The videotelephone will be available to consumers and corporations and may be used along with fast-scan facsimile devices or with electronic video recording (EVR). While it offers privacy and security and holds wide implications for sales promotional and public relations activities, it will probably have only a small potential for advertising. Two-way cable television (CATV) offers the possibility of shopping at home, playing interactive computer games, and receiving newspapers and magazines. This medium may have a massive impact on advertising, and if symbiotic facsimile devices and EVRs are accepted commercially, then this could be the prime conduit for advertising messages. Computers are an integral part of both the videotelephone system and the two-way CATV, and on-line retrieval may have a large impact on the advertising industry. In conjunction with the systems mentioned, home and office keyboards will provide access to a centralized computer, and information retrieved may arrive along with an advertising message. A rating system and audience measurement for users of home keyboards will need to be developed also. (TJ)
Publication Type: Information Analyses; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Video Telephone
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (60th, Madison, Wisconsin, August 21-24, 1977)